HMV to open concert venue at Toronto flagship store

The flagship HMV location in Toronto is set to reinvent itself with the announcement that it will convert its basement space into a concert venue. As the company struggles to remain relevant in the post-CD age, the move makes a whole lot of sense. HMV needs to get people into the store and can tap into a fair bit of local history in opening a live venue on Yonge Street. Over and above the fact that Yonge and Gould was once a nexus of record shops (most notably the former home to Sam the Record Man's flagship location), the stretch of Yonge between Gerrard and Dundas was once a breeding ground for the city's rock and roll scene.

The space will accommodate 140 people and go by the name HMV Underground, which is kind of fitting in its '90s-ness. It was, after all, about 20 years ago when the store was at its peak of popularity. One doubts that a crossover plan like this will restore the location to its former heights, but it sure won't hurt. Hosting live shows is a tried and tested way for bricks and mortar record shops to generate traffic and interest on the part of local music fans. In that sense, it's nothing new. But the size and sophistication of the venue is noteworthy. This isn't a little stage tucked into the corner as an afterthought.

The first show at the new venue will feature classical guitarist Michael Kolk on May 3, which will be followed by dates in affiliation with the Toronto Jazz Festival.

HMV used to hold some big musicians for autograph signings, CD launches and live music. 140 people capacity does not seem like its big enough to draw the business of yester-year to the store like they need.

Will they be free concerts? Or do I need a ticket? Is it going to be open at night or will the workers in this city need to take a day off to see a concert at 2 in the afternoon?

I've been to a few concerts where you get a CD or DVD of the show you just watched as you walk out. NOW if they were to feature that I might go see a concert and get to leave with a CD DVD or USB of the concert that'd be pretty cool, and maybe they could offer the video or music on their own site.

Its pretty quick to transfer data these days that it would be doable.

For petes sake didn't Jack White just do this with Vinyl on record store day?

Not too long ago, I used to work for an HMV in downtown Toronto, not saying which one, hated every minute of it, managers were not nice, very annoying. I had to leave because of their horrible management practices which includes intimidating employees with the prospect of getting fired along with everyone else after the seasonal hires are laid off one by one. Probably scrambling because of their crappy industry which is going down the tubes. I now only download from iTunes and am the happier for it :))))

Yes it is. The southern half has been Silver Snail upstairs and Five Guy's downstairs for almost two years now. The Bell store is a David's Teas, and has been for about the same length of time. The businesses north of the HMV do not exist and are currently a construction site and north across the street from that is a Ryerson construction project that is about 50% done. The album cover up on the HMV is from 2009, so it is a 5 year old photo.
This article is referring to the Dundas & Yonge location, which this is and Grammar Slammar was referring to the correct location. So... what the hell are you talking about?

OK so the first performance is a classical guitar player? I'm not knocking any kind of music but when I walk by HMV I see GreenDay T-shirts, Red Hot Chili Peppers.Do they even have a classical guitsar section anymore?